Issues

Book Review

From Brand Vision to Brand Evaluation, 2nd edition

Ed Sevilla
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Branding Unbound

Kristin M. McGillicuddy
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Edited by Geoffrey P. LantosFarce to Force: Building Profitable E‐commerce Strategies

Fahri Karakaya
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Building brand equity and share of heart at Nassau Valley Vineyards

Dennis Pitta
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Harnessing the power of consumer insight

Dave Florin; Barry Callen; Mike Pratzel; Jeane Kropp
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Processing fluency versus novelty effects in deal perceptions

Thomas Kramer; Hyeong Min Kim
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Universities sell their brands

David L. Bunzel
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A process model of brand cocreation: brand management and research implications

Emily Boyle
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Measuring reference price perceptions for new product categories: which measure is best?

Ben Lowe; Frank Alpert
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Branding strategy and consumer high‐technology product

Danilo Hamann; Robert L. Williams, Jr; Maktoba Omar
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Customers' willingness to purchase new store brands

Stephan Zielke; Thomas Dobbelstein
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British grocers' brand extension in financial services

Sylvie Laforet
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Editorial

Editorial

Richard C. Leventhal
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